Your marketing strategy might include a mix of emails, social media, advertising, and events, but one mention in the press can amplify all those efforts tenfold. A single news story can send a surge of new customers your way and even catapult your small business to the next level.
Need proof? A single article in The New York Times transformed Beardbrand from a niche blog for beard enthusiasts into a major player in the men’s grooming industry.
But how do you make that happen for your business? How do you catch the eye of your local news, let alone publications like The New York Times? While you could focus on your business and hope to attract a reporter’s attention, there’s a more proactive approach: writing a press release. Here’s how to do it, complete with free press release templates and examples to guide you.
What is a press release/news release?
A press release is a concise document that announces a newsworthy story about your brand that the media might want to cover. It provides all the essential information a reporter or editor needs to decide whether to feature your story.
Some media outlets will share your news based solely on the press release. Others might contact you to arrange an interview or use you as an expert source for another story, especially if you consistently send out press releases on newsworthy topics.
Simply saying “Look at my business!” isn’t newsworthy. However, here are some announcements that could grab a reporter’s attention:
- Launching a new business, product, or service
- Holding a significant contest or competition
- Partnering with a charity, community organization, or celebrity
- Hosting an event
- Winning an award
- Sharing a customer success story
- Announcing a merger or acquisition
- Rebranding your business
- Promoting or hiring a new executive
A good way to gauge the newsworthiness of your story is to pay attention to the coverage that other businesses receive. Reporters look for stories that are timely, affect many people, have an emotional element, or relate to current news. You could also tap into trending topics, either in person or on social media. If your business has a connection to a bigger story, you may improve your chances of getting covered.
The benefits of writing a press release
Beyond catching the media’s attention, press releases offer several valuable advantages for your business:
- Cost-effective marketing: Add press releases to your marketing strategy, even if you’re a startup with a tight budget. Since they’re posted online, you might attract prospective customers and gain backlinks to your site.
- Controls your narrative: Share what matters most to you and highlight the value you offer. In case of a crisis, a press release gives you the opportunity to respond with your side of the story.
- Boosts traffic: Distributing your story through a press release service can enhance your content marketing efforts by increasing web traffic and improving search engine optimization.
- Builds credibility: Feature press releases on your website’s news or press page to establish yourself as an industry expert. When reporters visit your site and find readily available press releases, you come across as more professional and save them time by providing easy access to key information.
Sample press release format
Most press releases follow a consistent format that makes it easy for reporters and editors to find the information they need. Sticking to this format increases your chances of getting your story covered.
A standard press release includes seven key elements:
- Title and italicized subheading summarizing the news
- Location of the news (usually your headquarters)
- Two to three paragraphs of detailed information
- Bulleted facts
- Company description at the bottom
- Contact information
- "###" to indicate the end of the release
When sending a press release, include one of these two phrases in the upper left corner to indicate when you want the news published:
- “FOR IMMEDIATE RELEASE” if you want the story to go live right away
- “HOLD FOR RELEASE UNTIL [DATE]” if you don’t want the story made public yet
Remember to include the specific release date when using the second option.
A free press release template you can use
To help you get started, we’ve created a press release template to structure your story using a common format. You can easily replace each component with your own information and adapt it to suit your needs.
Types of press releases
While press releases are often seen as a way to generate free publicity, they come in various forms, each with its own format and purpose. Here are some common types:
- Breaking news
- Product launches
- Mergers and acquisitions
- Product updates
- Events
- New partnerships
- Rebranding
- Executive promotions
- Awards
Breaking news
This is the most common type of press release. News outlets are always eager to be the first to cover a breaking story. From company updates to new partnerships, there's a wide range of topics that news outlets will cover. The key is to have a compelling hook that makes your press release stand out. These releases are typically one- or two-page documents that share the latest news with the public.
Product launch
Getting news of your product launch published helps spread the word and drive sales for new offerings. This type of release highlights your product’s pricing, availability, specifications, and other useful information for potential customers.
Mergers and acquisitions
If your company is undergoing a significant organizational change, a press release can inform stakeholders about the company’s potential growth. When announcing a merger or acquisition, include details about the organizations involved, quotes from leadership, and information about the process and its implications.
Product updates
Have a big product update in the works? Let the world know with a press release. This is similar to a product launch release, but you’ll want to focus on the changes made, why you made them, and how they benefit the end user.
Events
Event press releases give reporters timely and relevant content to publish while promoting your event and attracting more attendees. When writing a press release for events, clearly explain the details. Use bullet points or a list to highlight the who, what, when, and where for easy comprehension.
New partnerships
Teaming up with another company or non-profit can be newsworthy. A press release announcing partnerships can be a smart marketing tool for both companies. To successfully execute this type of press release:
- Write an overview of each company
- Explain the partnership’s purpose
- Highlight who benefits from the partnership
- Include any relevant details for current and future partners
Rebranding
Rebranding can be challenging for businesses of all sizes. Customers may become confused if their favorite brands change identity overnight. A press release announcing your rebrand can help ease the transition. When writing a rebranding press release, include:
- What the changes are
- Why the changes are taking place
- How they affect your customers
- When the changes go into effect
- Quotes from leadership
Executive promotions
At larger companies, executive promotions and new hires are considered significant news. Organizations are constantly hiring and replacing leadership roles. Announcing changes in key positions can help stakeholders understand what’s happening and kick off a candidate’s new role in the company.
Awards
Did your company win a prestigious award? It’s OK to share your success. Announcements about industry awards can help solidify your company’s reputation as an expert in your field. A press release for award nominations should include:
- Why your company was chosen
- Details about the award
- Information about the ceremony (if applicable)
How to write a press release
Follow these seven steps to craft an effective press release:
1. Find a newsworthy angle
Even a well-written, personalized press release will fall flat if the story isn’t interesting to a journalist’s target audience. Make sure your news is truly noteworthy before you start writing.
2. Craft an appealing headline
Use your press release’s main benefit to write a headline that’s both clear and compelling. Convey the value of your news to the press.
Your headline should be catchy yet easy to understand. Professional writers often spend as much time on a headline as they do writing the article. For inspiration, review your favorite blogs and online news sources, paying attention to headlines that make you want to click.
3. Summarize your story in your subtitle
Craft a single sentence that summarizes the entire content of the press release, supporting the heading and giving a taste of what’s to come.
4. Introduce essential information
Start with your company’s city and state, followed by the date. Then, your opening paragraph should answer the “who,” “what,” “when,” “where,” and “why” in a way that grabs the reporter’s interest.
5. Provide supporting information and context
Follow up with testimonials, statistics, research details, and case study excerpts. In the first paragraph, immediately tell reporters why they should share your announcement by explaining its relevance to their readers.
Use supporting body copy to bring your release to life with details and colorful quotes from company spokespeople. Avoid simply stating facts or sounding self-congratulatory.
Michelle Garrett, a PR consultant at Garrett Public Relations, advises, “Don’t try to cram everything under the sun into your press release. The purpose of a press release is to give an overview and a few pertinent details about what you’re announcing.”
She adds, “Include one or two executive and/or customer quotes. Then be sure to include links to visit for more information.” Keep your press release concise and focused.
6. Lead into the reader’s next steps
Summarize the article and include a call to action or details of where to find more information on the subject matter.
7. End with your boilerplate
Complete your release with a strong but succinct boilerplate. Clearly explain what your company does and why its stakeholders are industry experts. Don’t forget to include contact information—a release won’t go anywhere if a reporter can’t easily reach the stakeholder or their representative.
Provide background information and an overview of the company in your press kit. Include contact details. (At the bottom of the press release, it is common to include three ### symbols or “--30--” to signify the end.)
Press release examples you can learn from
Sunber Hair
Sunber Hair’s press release announces the launch of its new ecommerce website. As you read it, notice how it uses attention-grabbing headlines, action words, and bolded text. The bulleted information makes the release easy to scan and read.
The boilerplate includes additional resources for reporters, and social media information. It ends with the name, phone number, and email of the company’s media contact.
ConvertKit
Using proprietary data is a smart way to not only land media coverage but also build backlinks to your website. Search engines consider these links as trustworthy sources: if another site has vouched for you (by linking to your site), you must be offering value.
ConvertKit uses this strategy in its press releases. This example shares the results of its creator economy report. It’s packed with unique statistics that are newsworthy and interesting to journalists covering the creator economy, social media, or entrepreneurship. News outlets must link back to the report published on ConvertKit’s website when citing the data.
SKIMS
SKIMS, a shapewear brand founded by reality TV star and PR pro Kim Kardashian, unsurprisingly crafts incredibly well-written press releases.
This example—which announced SKIMS’ partnership with the NBA and mentioned the debut of a new product line—leads with a strong headline and includes a quote from Kim herself. It’s a masterclass in how to tie new product launches to newsworthy stories and land press coverage as a result.
Tips for press release distribution
Whether it’s your first press release or your fifth, keep these distribution tips in mind to maximize your article’s impact:
Cold pitch media outlets
Create a list of media outlets whose readers and viewers would be most interested in your news. Send your release directly to them via email. Find their email addresses through a quick internet search: [reporter name] + [news outlet] + email address.
If that doesn’t work, use a tool like Hunter that provides email formulas for outlets. Alternatively, connect with them on X or LinkedIn.
When sending your email, craft an attention-grabbing subject line. While creativity can help, it’s often better to keep it simple.
Subject line examples include:
- PR: [Title of story]
- Press release: [Title of story]
- [Title of story] [Press release]
Use a press release distribution service
A press release distribution company sends your release to journalists based on their specific interests and publishes it on their website. Each service offers various options, with costs ranging from $69 to a few thousand dollars.
Popular press release distribution services include:
Hire a PR professional
Consider hiring a public relations professional to write and distribute your press release. These professionals often have existing relationships with the press and may be able to secure media coverage more easily.
Send time-sensitive news articles early
If your news is time sensitive, such as an event or announcement, send it to reporters a few days in advance so they have time to craft their story.
If you want news outlets to hold off on publishing, release it under embargo—a request that reporters not publish information until a specific date. For truly sensitive information, only offer embargoed news to outlets you trust.
Measuring the impact of your press release
Open rates
The average open rate for media-related emails is just over 35%. If you’re falling short of this benchmark, your email subject line might be the culprit. Experiment with emojis, power words, or capital letters in the subject line to boost your press release’s open rate.
Press coverage
Press coverage refers to the amount of exposure or media attention you’ve gained from your press release. The more positive coverage you have, the larger the audience you’ve reached.
Remember, “Any press is good press” isn’t always true. Aim for positive coverage that aligns with your brand’s message.
Brand mentions and links
You’ll accumulate brand mentions whenever a publication covers your press release and includes your business name. Backlinks occur when the journalist links to your website in their coverage.
Brand mentions and backlinks are crucial for both awareness and SEO. Search engines view both as positive signals that other brands trust you. This indicates that your content is credible and authoritative—two factors most algorithms consider when ranking websites.
Pro tip: If a journalist has covered your story without linking to your website, don’t hesitate to ask politely for a link. This is where building strong relationships with media contacts can be incredibly valuable.
Common mistakes to avoid when writing a press release
Lack of a newsworthy angle
You’re sending a press release to journalists who cover news stories in your industry. A lack of a newsworthy angle—whether it’s an outdated, boring, or irrelevant story—is a surefire way to get your pitch ignored.
Overly promotional language
While the goal of your press release is to secure press coverage and expose your brand to new audiences, journalists are wary of overly promotional content. Their aim is to share new and interesting information with their audience, so focus on offering value rather than self-promotion.
Poor formatting
Journalists often face pressure to publish a certain number of stories each day. Make it easy for them to use your press release by using clear formatting choices like bullet points and short sentences that highlight key information.
Weak headlines
If you’re sending your press release via email, a strong subject line is crucial. Journalists receive thousands of emails daily. A compelling headline increases the odds that they’ll open your email and read your press release, giving you a shot at securing coverage.
Missing contact information
The contact section at the bottom of your press release should provide an email address or phone number for a press contact who can answer any questions before publication.
Generate buzz by writing a good press release
While a press release doesn’t guarantee free press coverage, it can be an effective marketing tool for entrepreneurs. By sending out releases regularly, you start to build brand recognition with media members, influencers, and bloggers.
You never know when an outlet might need a source in your industry and remember your company. By sharing newsworthy information, you position yourself as a thought leader in your field.
Successful publicity depends on sustained effort. If you do get press coverage, keep the momentum going by sharing those stories on social media. Mention previous coverage in the boilerplate of your next press release. Press often follows press, and once you get your first mention, you might find it easier to secure subsequent coverage.
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Press release FAQ
How do you write a catchy press release?
- Share new or exciting stories.
- Use power words like “new” or “reveals.”
- Add proprietary data.
- Avoid being overly promotional.
- Tie it in with something trending.
- Write in a conversational tone.
- Highlight key information with bullet points or bold text.
How do you write a press release?
- Find a newsworthy angle.
- Write an attention-grabbing headline.
- Craft a compelling opening sentence (lede).
- Write two to five strong body paragraphs with supporting details.
- Add relevant quotes.
- Include contact information.
- Write boilerplate copy.
Are press releases good for SEO?
While Google has stated that links in press releases are “ignored,” press releases can impact your SEO indirectly. Other publications may pick up your press release and write a follow-up story on their own websites, potentially including links back to your site.
What are the 7 parts of a press release?
- Headline
- Summary
- Date and location
- Body paragraphs
- Company description
- Boilerplate
- End or close
What makes a good press release?
- Compelling storylines
- Information over promotion
- A professional, polished finish
- Effective distribution using paid or free press release tools and targeted outreach
